AMC – Humans

AIRPORT ACTIVATION

Task

AMC’s highly anticipated new drama series, Humans, premiered on Sunday, June 28 at 9/8c. Humans is set in a parallel present, where the latest must-have gadget for any busy family is a ‘Synth’ – a highly-developed robotic servant eerily similar to its live counterpart. As we follow the story of the Hawkins family and their Synth, the series brings up thought provoking and moral ambiguity of the relationship between humanity and technology, as the line between human and machines increasingly blurs as the story develops. For the Synth, the only visual distinguishing features are their mannerisms and very distinctive emerald green eyes. GTE Agency was challenged with promoting the show in the days leading up to the premiere.

Our Role

AMC & GTE were able to customize a total of 6 LCD charging stations with video capability within each Concourse at the Atlanta Hartsfield-Jackson International Airport to create a Humans-themed charging hub. Each charging station consisted of a custom designed skin overlay, 1 Synth in a life-size plastic display (played by an actor), 1 speaking Synth (played by an actor) who was plugged into the station, 1 Brand Ambassador who played the role of synth-salesman and distributed Humans-branded postcards (contains Humans video on a paper USB drive), and a looping Humans promotional video with audio which played on the LCD screen. GTE provided engaging interactions with consumers which lead to photo opps that were shared instantly on Twitter, Facebook, and Instagram. The program was a huge success that lived well beyond ATL’s airport .

Finish Line

Travelers were blown away by the displays, video, and performances, unable to determine if the synths were robots or actors. Consumer reaction set social media on fire, and the #amchumans received hundreds of posts and thousands of shares. The airport was thrilled and the media caught wind quickly. Between all six installations, there was an estimated total of 950,000 impressions, 7,430 one-on-one interactions, reaching millions virally. The show debuted very strong with 2.5 million viewers.

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